The prospect of talking to the media causes mixed reactions. Some
distrust and avoid any contact; from others there is a sudden rush of
ill-considered words liable to misinterpretation or exploitation.
While most organisations recognise the benefits of gaining the awareness
of the public generally - and of their customers, investors or
legislators specifically - few equip their management and technical
people to handle this. Yet their in-house press officers or public
relations consultants can only take the message so far. After that, the
media want to hear from the horses’ mouths.
A few executives are media naturals, knowing what to say and what not to
say, and represent their organisations with charm and apparent honesty.
But the vast majority can benefit from tuition.